Spreading the word is what we do!

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Jason Anello, Ideologist, Yahoo!

In a world that is becoming increasingly hyper-connected, people are becoming less and less social (in the real world). Knowing that the most powerful form of word of mouth is face-to-face, we will explore what Yahoo! and other companies are doing to take advantage of this knowledge.

Learn:
• How to leverage offline connections
• How to help your customers tie their online experiences
   to their offline WOM
• How to move messages between the world and the web

mosh

Thomas Fellger, Icon Mobile

Learn :
• The key components of a successful mobile word of mouth marketing campaign
• Which elements are critical to make mobile WOM success a sure thing
• How to build a business on word of mouth
Roll up your sleeves for a new style of session with an expert-level tutorial.
mosh

Sean O'Driscoll - CEO & Founder, CGT Consulting

Roll up your sleeves for a new style of session with an expert-level tutorial:
What do you need to have a place internally to grow, leverage, and sustain a community.
Accelerade

Julian Aldridge, President, Ammo Marketing
Jason Ash, President, Pacific Health Labs, former General Manager, Cadbury-Schweppes Americas Beverages

When the 800lb gorilla in the sports drinks category has a marketing spend 100 times greater than yours, how do you launch a new brand successfully, and at a premium? That was the challenge Cadbury-Schweppes faced with the re-launch of Accelerade. Find out how, under the guidance of Ammo Marketing, Accelerade built a multi-tiered strategy utilizing Regional Brand Ambassadors that blanketed the country with a layer of grassroots support. The company worked directly with influencers in 15 markets to create natural evangelists of the most respected triathletes, runners, cyclists, coaches, and teams across the U.S., turning Accelerade’s patented 4:1 carbohydrate-to-protein formula into a rallying cry.

Learn how Accelerade and Ammo tapped Ambassadors to:
• Build a grassroots network of 300,000+ athletes, trainers,
   coaches, and race directors.
• Drive a stock price increase of 50% over the first 9 months
   of the program,
• Increase powder sales by 75% in Q1 versus previous year,
   without any change in traditional marketing
• Drive increased awareness (Findings from a statistically valid
   phone and online survey found that 70% of endurance athletes
   were familiar with Accelerade.)
• Amp up purchase intents (43% intended to purchase it regularly,
   and more than 40% told family and friends about its impact on
   their performance)



Kitty Kolding, CEO, House Party
Jody Cook, Director of Product Publicity, Hershey

The Hershey Company conducted more than 10,000 in-home parties across the country through a select group of consumer advocates to help launch its new Hershey’s Bliss chocolate. Targeting female chocolate lovers, the bliss-themed launch parties gathered friends and family to sample Hershey's newest indulgence -- providing an exclusive hands-on experience with the brand that introduced the chocolate, supported the brand's positioning, and helped build brand loyalty and customer acquisition.

Learn some of the tactics that Hershey and House Party used to get more than 150,000 party-goers to attend their Hershey Bliss events, which generated more than 15,000 blog posts, 24,000 photos and videos, 4.6 million host WOM pass-alongs, 2.6 million guest pass-alongs, and more than 450,000 person-hours of hands of brand time on a single weekend. These tactics included:

• The creation and launch of the Party Program to introduce the
   product and activate WOM
• The implementation of a customized Host Aggregation
   Promotional Plan to locate 10,000 perfect target consumers
• The distribution of House Party Packs, which were filled with
   product samples
• Tracking of all activity (stories, photos, and videos) via Hershey’s
   Bliss House Party mirosite
• Development of community, excitement, and activation via the
   microsite and the programmed party activities



Rick Wion, Account Group Supervisor, Golin Harris
Heather Oldani, Director; U.S. Communications, McDonalds

Chicken wasn’t the usual breakfast fare for most Americans, but McDonald’s sought to change that using a combination of online and offline word of mouth to build buzz about their newest menu item. It started by asking the eternal question: “What came first, the chicken or egg?” GolinHarris presents a case of consumers answering that question through a light-hearted debate including a user-generated dance website, buzz-generating Man on the Street interviews, and street team dancing in New York.

Learn:
• How McDonald's used word of mouth to generate nearly 1,000
   blog postings and more than 10,500 online discussions through
   blogs, videos, discussion forums, and Twitter
• How the company created enough awareness to make
   "McDonald's free chicken sandwich" the 13th most Googled
   search term on the May 15th sampling day
• How McDonald's integrated their online and offline efforts to
   create a cohesive word of mouth effort

Summit Agenda

Day One | Day Two

Track 1 | Track 2 | Track 3
Day One: November 13, 2008
Rio Pavilion 1
 11:20 a.m. -
 12:05 p.m.
Bridging Online and Offline WOM the Yahoo Way
 2:45 p.m. -
 3:30 p.m.
Injecting Mobile WOM into Your WOM Marketing Plan
Roll Up Your Sleeves Session:
 3:45 p.m. -
 4:30 p.m.
Preparing to Use Communities – What Do You Need to Have a Place Internally to Grow, Leverage and Sustain a Community.
 4:45 p.m. -
 5:30 p.m.
Sports Drink Category Coup: Cadbury-Schweppes Uses WOM to Drive Accelerade Buzz

Day Two: November 14, 2008
 7:00 a.m. -
 8:00 a.m.
Influencer Council Presents…
 11:20 a.m. -
 12:05 p.m.
Hershey's Bliss Chocolate Debuts Through 10,000 In-Home Parties Nationwide

 2:00 p.m. -
 2:45 p.m.

 What Came First? How McDonald's Got America Buzzing About Chicken



11:20 a.m. - 12:05 p.m. - Bridging Online and Offline WOM the Yahoo Way

Jason Anello, Ideologist, Yahoo!

In a world that is becoming increasingly hyper-connected, people are becoming less and less social (in the real world). Knowing that the most powerful form of word of mouth is face-to-face, we will explore what Yahoo! and other companies are doing to take advantage of this knowledge.

Learn:
• How to leverage offline connections
• How to help your customers tie their online experiences
   to their offline WOM
• How to move messages between the world and the web

 2:45 p.m. - 3:30 p.m. - Injecting Mobile WOM into Your WOM Marketing Plan

Thomas Fellger, Icon Mobile

Learn :
• The key components of a successful mobile word of mouth marketing campaign
• Which elements are critical to make mobile WOM success a sure thing
• How to build a business on word of mouth

 3:45 p.m. - 4:30 p.m. - Preparing to Use Communities – What Do You Need to Have a Place Internally to Grow, Leverage and Sustain a Community.
mosh

Sean O'Driscoll, CEO & Founder, CGT Consulting

Session 2: What do you need to have a place internally to grow, leverage, and sustain a community.

 4:45 p.m. - 5:30 p.m. - Sports Drink Category Coup: Cadbury-Schweppes Uses WOM to Drive Accelerade Buzz

Julian Aldridge, President, Ammo Marketing
Jason Ash, President, Pacific Health Labs, former General Manager, Cadbury-Schweppes Americas Beverages

When the 800lb gorilla in the sports drinks category has a marketing spend 100 times greater than yours, how do you launch a new brand successfully, and at a premium? That was the challenge Cadbury-Schweppes faced with the re-launch of Accelerade. Find out how, under the guidance of Ammo Marketing, Accelerade built a multi-tiered strategy utilizing Regional Brand Ambassadors that blanketed the country with a layer of grassroots support. The company worked directly with influencers in 15 markets to create natural evangelists of the most respected triathletes, runners, cyclists, coaches, and teams across the U.S., turning Accelerade’s patented 4:1 carbohydrate-to-protein formula into a rallying cry.

Learn how Accelerade and Ammo tapped Ambassadors to:
• Build a grassroots network of 300,000+ athletes, trainers,
   coaches, and race directors.
• Drive a stock price increase of 50% over the first 9 months
   of the program,
• Increase powder sales by 75% in Q1 versus previous year,
   without any change in traditional marketing
• Drive increased awareness (Findings from a statistically valid
   phone and online survey found that 70% of endurance athletes
   were familiar with Accelerade.)
• Amp up purchase intents (43% intended to purchase it regularly,
   and more than 40% told family and friends about its impact on
   their performance)

11:20 a.m. - 12:05 p.m. - Hershey's Bliss Chocolate Debuts Through 10,000 In-Home Parties Nationwide

Kitty Kolding, CEO, House Party
Jody Cook, Director of Product Publicity, Hershey

The Hershey Company conducted more than 10,000 in-home parties across the country through a select group of consumer advocates to help launch its new Hershey’s Bliss chocolate. Targeting female chocolate lovers, the bliss-themed launch parties gathered friends and family to sample Hershey's newest indulgence -- providing an exclusive hand